Understanding Adventure Tourism: A Case Study of TUI Company

This presentation explores adventure tourism through the case study of TUI Company, the largest licensed tour operator in the UK. It covers their key providers, customer profile, future trends, and SWOT analysis. The impact of tourism on the economy is also discussed, along with the multiplier and leakage effects. The presentation highlights the importance of safety measures in adventure tourism and the need for continuous improvement in this area.

Introduction
Tourism can be explained as a practice for travelling to
certain places for fun activities and adventure. The tourism
type chosen is Adventure which is an example of type of
tourism selected. It can be explained as a package of
transportation facilities, travel related services,
catering/retail, recreation and accommodation as well.
Destinations/ activities/ sub-types
1 walking
2 biking
3.multi-sports
4. wildlife
Conclusion
From the above prepared report it can be asserted and
concluded that the TUI company is dealing with many
countries and engaged with many employees as well.
It has also been observed that the company is taking
full care of the activities being taken in account
related to adventure based areas and what safety are
being taken for having a successful journey as well.
Future trends
Social
There are company future trends being taken in account
by the TUI company in adventure related areas such as
implementation and adaption of chat boxes, finding new
insights with big data, use of professional videos and
photography as well, the slow tourism and cycling trips
as well. It has even observed that there are road trips
which are observed to set a new trend and promoting
ECO friendly as well as sustainable tourism as well.
Technology
Innovative technologies could be adopted such as
contactless payments, self check ins and digital COVID
certificates which would be making efficient as well as
safer travel and would be useful for continuing travel
related activities. Future trends are important to be
adapted for development, growth and expansion as well
which would serve as a useful advantage over other
enterprises.
Key providers/ organisations
TUI is observed to have interrelationships with
all various sort of companies such as Activity
and adventure, transfers, sun and travel,
accommodation, luxury. TUI has been observed
to operate with 1600 travel agencies, 150
aircraft, 16 cruise liners. TUI company is having
more than 400 hotels.
References
Chang, M.X., Choong, Y.O. and Ng, L.P., 2020. Local residents’ support for sport tourism development: The moderating effect of tourism
dependency. Journal of Sport & Tourism, 24(3), pp.215-234.
Chow, A.S., Liu, S. and Cheung, L.T., 2019. Importance of residents’ satisfaction for supporting future tourism development in rural areas of Hong
Kong. Asian Geographer, 36(2), pp.185-199.
Chu, S.C., Deng, T. and Cheng, H., 2020. The role of social media advertising in hospitality, tourism and travel: a literature review and research
agenda. International Journal of Contemporary Hospitality Management.
Key facts, statistics and
impacts
Customer Profile
Targeted market and customer profiling being done in TUI company is
more focused about youngsters and family oriented population as well, it
even targets wealthier customers as well. The main concentration of
company is to provide fun activities which would give a sense of safety
and thrill as well to the consumers linked with the company
TUI tourism is observed to have a huge impact on creating job
opportunities in tertiary sector in UK, it has also even encouraged growth
in primary and secondary areas of industry. It is also explained as a
multiplier effect which in its easiest form can be explained as how many
times fund is being spent by a tourist circulating through a country's
economic cycle. The tourism multiplier effect takes place when the
economic advantages of tourism are being multiplied. This is largely
fuelled by the expansion and growth in tourism industry and linked
industries which would be growing as a result of increasing tourism. It
has also been recorded that in such companies where adventure is being
chosen as priority by consumers it helps the business to cause more
income and generate profits, it helps to earn more for staff persons,
facilitate more supply and lastly generate greater aggregate demand scale
as well.
Understanding the World
of Tourism
Strength
• Profit is observed to increase
at a significant level.
• Majority of holiday packages
are sold directly to individual
persons.
• UK and France are the fastest
and biggest growing
marketplaces for TUI.
Weakness
Bering a globalised tourism brand
it has to come across social and
cultural issues in management of
offices located at various places.
Opportunity
• Initiate operations in
emerging marketplaces for tapping
the potential.
• Development of apps for
booking holiday packages and
reservations as well.
Threats
• Risks and threats are being
involved in interest risks,
political and economic, foreign
exchange policies of territories.
• Pricing environment is
challenging due to competitive
market.
SWOT
Group Member Names/ID

Poster speakers Notes
Introduction
Tourism is helpful in boosting up the revenue scale of economy, developing the infrastructure of a territory, creating job opportunities and planting a sense of cultural exchange among people from different places. Adventure
tourism can be explained as the movement of people to various places from their comfort zone for travelling or exploration towards remote areas. The adventure company being adapted for the report is TUI company located
in UK which is the largest operating licensed tour operator in United Kingdom.
Key providers/ organisations
The facilities being rendered in such companies are located in top class settings in the holiday making regions which would be offering a variety of hotel formats with higher standards of a company's results or outcomes,
managing environment and service quality as well (Chow, Liu and Cheung., 2019). TUI has an horizontal integration where business enterprise are at a similar level in the chain of distributing merging together or are being
acquired by others. Such connections and interrelationships help the company to tap useful chances and possibilities which help in creating strong brand image in the market.
Include various examples
Destinations, activities, sub-types
There are many destinations which are being offered by the TUI company for flying and travelling worldwide. There are many products and services provided by the enterprise such as packaged holidays, hotels and resorts,
cruise lines, charter and scheduled passenger airlines etc. Best holiday destinations which are being taken in account by the company are such as Vietnam, USA, Italy, Bali, Sri Lanka, Thailand, Mauritius and Maldives as
well. Activities which are considered by the company for giving an adventurous experience are such as walking, biking, multi-sports and wildlife as well. The company is also offering a wide range of services which count
culinary tours, multi-sport, cultural walks and solo travels as well
Include various examples
Key facts, statistics and impacts. Include impacts and reference multiplier and leakage effects
Tourism has many hidden expenses which can result to have unfavourable economic effects on the host community. Seldom, developing and developed territories are better being able to generate profit as well as revenue
from tourism as compared to poor ones. The leakage affects the economy in many ways such as it minimizes the funds available in the economy. The theory of Keynesian economics explains that when leakage results in
shortage of capital, government authorities might have to take effective and preventive actions as well as steps for stimulating their economies by enclosing cash into their systems.
Customer profile
Its main aim is to provide beneficial and cost effective packages to people who prefer adventurous trips and discovering new places as well. The company manages its customer profiling on the basis of age group, wealth-ness
and marital status as well. It is also concerned with promoting education and the well being of young people as well as children, it takes in account the positive impact and influence of tourism on people and places
considered for destinations worldwide. It helps in reminding consumers of the joy and excitement to go for a holiday.
Future trends
TUI can also improve its working and results rendered by adapting changes in fragmented markets and alteration in emerging marketplaces as well which would help in providing greater opportunities for growth in TUI. It
can acquire and opt for acquisitions and joint ventures as well which would be helpful in providing a platform for building a stringer product portfolio.
SWOT analysis
SWOT analysis is helpful in understanding which areas would serve as a benefit in competitive market and competitors as well existing in the economy. It would be useful for the company to have a better understanding
about the operating and functioning of business in environment and in what ways it could be managed and the threats could be minimized as well. In case of adventure areas there are many safety measures which must be
taken by the company or any improvements in the threats already existing would help in reaching goals and objectives being set by the business.
Strengths:
Profit is observed to increase at a significant level.
Majority of holiday packages are sold directly to individual persons.
UK and France are the fastest and biggest growing marketplaces for TUI.